Yum! Brands Book Report

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Aspects such as weight reduction, disease reduction, and overall peak performance will be emphasized (Jeffery, 2006). Sponsoring many of Australia's more popular sporting events with the products would also be very beneficial. Placement of these products will occur within all of the Yum! Brands locations. As mentioned above, two strengths of the company are its global positioning in regards to its brand, and its overall depth of franchises (McGinley, 2004). With more locations than any of its competitors in emerging markets, the company has a distinct competitive advantage relative to its peers in the industry. By effectively utilizing this franchise to unveil its healthier product segment, Yum! Brands can capitalize on its location density. The locations are also very useful in regards to cross selling many of the newer health option that customers may not be aware off. By placing the new products in all of its location simultaneously the company ensures that its distribution network is running optimally (Schlosses, 2001).

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One of the more contentious areas in regards to the marketing mix is that of pricing. As mentioned in the SWOT analysis above, pricing is a detriment to the industry. With very low barriers to entry, competitors can often arise without warning. As such, these competitors can be widespread and ubiquitous throughout the Australian region. These competitors may have a capital structure that allows them to charge lower prices and ultimately taking market share. To properly combat this issue Yum! Brands must price their products as reasonably as possible to avoid the possibility of alienating customers. Prices therefore should correspond to the overall market for health products in Australia. Due to competition the company does not have the ability to raise prices well in excess of the competition. Therefore pricing should be in line with competitors (Levinstein, 2003)......

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